Cinema: A Lot's in a Name

Two days after the hardboiled, sardonically titled Farewell, My Lovely
(TIME, Dec. 18) opened in Minneapolis, Audience Research Inc., a Gallup
offshoot, persuaded its client RKO to change the title. Reasons: the
old title was confusing, unattractive to murder mystery addicts. The
new, informative, alluring title: Murder, My Sweet.